• Resonate with customer.
• Turns category conventions.
• Have buzz and talk value
• Stretch brand- Increases coverage of customers.
• Breaks cultural and geographic boundaries.
• We utilize consumer throughout.
• We maintain media neutrality.
• We are flexible on “how” and consistent on “what”
• We are leveraging company identity and brand
resonance. So we will be putting more focus
on that and try to cover lack of information
about the product by that.
• Our positioning has to be something that has an association
with the age group and demographic that we are maintaining.
• The intended word that we are trying to achieve is
“Cool and sustainable.”